PulteGroup, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
PulteGroup, Inc. is one of the largest U.S. home builders. The company, headquartered in Bloomfield Hills, IL, offers single-family residences, townhouses, condominiums, and duplexes. The company also operates its Active Adult unit, which targets the older adult sector.
|Main Telephone||(505) 761-9606|
PulteGroup, Inc. ContactsContacts (5/14)
|Robert O.||Executive Vice President & Chief Financial Officer||GA|
Sample of Associated Brands
|James E.||Executive Vice President, Human Resources||GA|
|Wade M.||Vice President, Sales||NM|
|Jim Z.||Vice President, Investor Relations & Corporate Communications||GA|
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Campaign Imminent: PulteGroup moves creative amid digital ad hike
Subject: TV, print, outdoor, online, digital, sponsorship
Company: PulteGroup, the nation’s largest homebuilder, offers single-family residences, townhouses, condominiums and duplexes.
Opportunity: PulteGroup, formerly an "On the Brink" brand in the The Richards Group as creative AOR. The shop lost Pulte in 2010 to GSD&M Idea City, but is back to help the homebuilder reach mature millennials.
Pulte believes the housing recovery still has several more years of growth, with many mature millennials just beginning to buy homes and impact the market, Richard Dugas Jr. chairman, president and CEO, said during the Q1 earnings call. He added that company research completed in 2015 shows that Pulte has "significant opportunity" to reach reach first-time buyers in their early-to-mid 30s spending $300-$400,000 on urban townhomes.
So, look for a campaign targeting this demo to break in Q4-Q1, Pulte's top advertising periods since 2014, according to Kantar Media. Female-focused sellers, particularly shelter, should have an advantage. Media planning and buying is out of MDC's Assembly, NY.
Incumbent: Organic handled creative since 2013, according to The List.
Media Spend: $6.5 million went to measured media last year, down 13% from $7.5 million in 2014, Kantar reports. Since 2013, about half of Pulte's ad spend has gone to cable and spot TV ads. The remainder mostly supports newspaper and out-of-home (OOH) buys.
Digital Breakdown: Pulte Homes' display presence has skyrocketed since January, according to Moat. In fact, more ads have already run this year than ever before.
Since January, 192 banners and 293 high impact ads have appeared on almost 4,500 publishers (<1% mobile), 98% of which were placed programmatically versus site direct. News and entertainment publishers have ben targeted the most. Top sites include live.com, woot.com, nbcnews.com, yahoo.com, realtor.com, forbes.com, foxnews.com and facebook.com.
2475 Northwinds Pkwy.
Alpharetta, GA 30009
Chief Marketing Officer
Associate Director - Integrated Communications - Assembly